Project Rethink

Google has evolved beyond a single web application. Google has capitalized on establishing a consistent user experience across the web. One of the key factors to Google’s success, besides their dedication to innovative solutions, is found in their application workflows.  Recently I clicked through the links in the top left corner of every major Google web app and was surprised to find “The Circle of Google”.

I don’t know if Google planned their application workflow this way, but the apps are cyclical. This circle is broken into two primary groups: Search and GTD. These two groups are the focus of the “Google Experience”.

[Search]

[Getting Things Done]

This is a key element of design that is often missed; design a user experience.

Apple learned this early on with the first iPod. They created a user experience which they then applied to iLife, and finally to their entire OS X workflow. Apple realized that they could not focus on an individual application or a piece of hardware. It became increasingly important to address the user experience and how the applications work together.

Too much emphasis is placed on individual aspects of a program, not enough time is spent on the transitions between them. To often we forget that:

User experience design is just as important as user interface design.

These services are cleverly designed to work with each other, giving the user [you] a unified experience. Lets look at the “Circle of Google”:

Taking this diagram one step further, I think there is something we can learn from how the “Google Experience” is structured. Consider this second diagram illustrating how the circle is cross connected.

Google Web Search and Gmail are the primary entry points for “The Circle of Google”. They are the bridge applications between Search and GTD.

Search

First, the things Google did well. You’ll notice that Google Web Search is strongly connected to the other search applications. Google Web Search is smart enough to return results from web sites, images, maps, news, or shopping–depending on your search criteria. This is a great lesson in usability, and one of the primary reasons why these applications are used. Google does the work for you. Google doesn’t make you retype your query or prompt you to “Click Here to check for shopping results”. If you search for “sony tv” in Google Web Search it will return both web sites and shopping results. To the users, these apps feel as one; they contribute to the “Google Experience”.

GTD

Now the things Google did not do well, or rather the areas in which Google can improve. Gmail is a great web app, I use it every day, but its integration with the other GTD apps is not as strong as Google Web Search. For example, if someone emails me an event, Gmail is smart enough to give me links to put that event in my Calendar. The same thing is true for Google Docs. If someone emails me an attachment I can choose to download it or open it in Google Docs. However, there is not a connection to PicasaWeb (Google Photos) or Google Reader.

To improve this workflow Google should do two things. First, if someone emails me a photo Gmail should give me the option to open it in PicasaWeb. Second, If someone sends me an email with a link, and that web page contains an RSS feed, Gmail should show me a preview of that feed and “Add to Google Reader” buttons.

They are simple workflow changes, but these changes would solidify Gmail as an entry point to the GTD side of Google.

So you should ask yourself,

• Are you giving your users an experience?
• Is it the experience you intended?
• Are your users going to talk about the experience?

I often hear the question asked, “How can I make my product go viral?”

The answer is frustrating but simple.  Social media works because people talk; it’s social.  If you want your product to work in a social marketing environment your product must be remarkable.  By remarkable I don’t mean the buzzword; I mean your product must be “worthy of being remarked or noticed”.

If your product is good, people will talk about it. Make it good by providing a user experience worthy of talking about.

I just found out that Project Rethink is now listed on http://innovation.alltop.com. To celebrate, I thought I would explain my recent frustrations with Guy Kawasaki, one of the co-founders of Alltop.

10-15 years ago I would find a newspaper, maybe grab a magazine or two, and I would read about the news.  I had one email address (it was a Juno account)–which was checked maybe 3-4 times a week.  But that was enough, only a handful of people were even aware of its existence.

8 years ago I downloaded music for the first time.  I remember my first MP3 data disk CD player. Crafting the perfect playlist that fit on a single CD took skill. It was a great waste of time.

The iPod was released about 6 years ago (though I wasn’t able to afford one until early 2004). Suddenly all of my music followed me everywhere I went.

Gmail Beta launched June 21st, 2004 as invite only; I received my invitation some time late 2004. By this point I had 4-5 email address–two for work, one for school, and a couple more for friends.

By mid 2005 I had about 8 email accounts, 2 blogs, and a music library that followed me everywhere.  Add this to the time I spent checking my favorite websites everyday and it becomes clear why I needed some “GTD” guidance.

Then I had a little help in the form of RSS Feeds.  I was able to cut down my surfing time by checking RSS feeds.  I was disappointed in a way.  Once I got into the habit of checking feeds, my need for “surfing” the Internet was eliminated.  I could sit down an in only a few short minutes be caught up on all of the news in the world that mattered to me.  I didn’t have to find the news, it came to me.

As time passed I accumulated a few more websites, and a few more email addresses, which resulted in some new anti-GTD techniques.  The time I wasn’t spending on surfing my favorite sites was now spent on trying to stay on top of my email.

Well Apple took care of that with the iPhone.  Honestly, having my email with me 24/7 has been both a curse and blessing.  Between the cell phone, email, IM, facebook, or twitter–there is always a way to get a hold of me. 

So now I sit down at my computer and listen to my favorite songs (or songs suggested to me by either Pandora or a Genius Playlist).  I have no reason to surf the Internet because of RSS feeds.  I have no reason to check my email because it is has been with me throughout the day. Between Adium and Skype, I have more than 50 contacts scattered across the globe, only a click away.

Discovering new websites was my only hope for a little anti-GTD.  Browsing wikipedia, following the blogrolls of my peers.  Trying to find the next nugget of information that would interest me.

Thanks to Guy Kawasaki and the fine folks at Alltop, I have no more excuses. 

I love browsing through mac.alltop.com, innovation.alltop.com, ui.alltop.com, photography.alltop.com, even coffee.alltop.com.  I don’t need to hunt, browse, or worry about feeds. Everything important to me is easily accessible with the addition of some new and interesting hand-picked resources.

So thanks Guy.  Thank you for doing (and continuing to do) all of the hard work for me and giving me a reason to get back to work. I really appreciate it.